Tourism Development Strategy and Action Plan for Fermanagh & Omagh District Council Final Report May 2016
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Tourism Development Strategy and Action Plan for Fermanagh & Omagh District Council Final Report May 2016 Destination and Place Marketing Fermanagh & Omagh Tourism Development Strategy23 Final Stafford Report Street;, March Edinburgh; 2016 EH3 7BJ 1 t: 0131 625 7050 w: www.bts-solutions.com Registered in Scotland SC 279869 Contents 1 Introduction ......................................................................................................................3 1.1 Project Purpose .............................................................................................................4 1.2 Methodology .................................................................................................................4 2 Policy Appraisal and Organisational Structures ..................................................................5 2.1 DETI Tourism Strategy ....................................................................................................5 2.2 DETI and Tourism Northern Ireland Revised Tourism Strategy .......................................... 5 2.3 Local Policies and Priorities ............................................................................................6 3 Key Findings: Tourism Performance ...................................................................................8 3.1 Baseline Information ......................................................................................................8 3.2 Tourism Products: Supply ...............................................................................................8 3.3 The Market: Current Demand ....................................................................................... 10 3.4 The Market: Trends and Future Demand ....................................................................... 15 3.5 Product Gaps ............................................................................................................... 17 4 Challenges & Issues ......................................................................................................... 18 4.1 Seasonality .................................................................................................................. 18 4.2 Domestic Driven Tourism ............................................................................................. 18 4.3 Currency and VAT ........................................................................................................ 18 4.4 Organisations and Partnerships .................................................................................... 18 4.5 Image & Identity .......................................................................................................... 19 4.6 Communities and Places .............................................................................................. 19 4.7 Planning & Regulations ................................................................................................ 19 4.8 Growing Use of Technology .......................................................................................... 19 4.9 Accommodation Supply ............................................................................................... 19 4.10 The Sperrins ................................................................................................................ 20 4.11 Tourism is everybody’s business ................................................................................... 20 5 The Vision, Strategy and Objectives ................................................................................. 21 5.1 The Vision ................................................................................................................... 21 6 Strategic Themes ............................................................................................................ 22 6.1 Marketing & Visibility in the Market .................................................................................... 22 6.2 Tourism Products and Product Development ...................................................................... 26 6.3 Destination Management, Development and Marketing .................................................... 30 6.4 Business Engagement and Development ............................................................................ 34 6.5 Organisation and Leadership ............................................................................................... 35 7 Action Plans .................................................................................................................... 38 8 Implementation .............................................................................................................. 43 8.1 Sources of Funds .................................................................................................................. 43 8.2 Risk Analysis ......................................................................................................................... 43 8.3 Evaluation and Monitoring .................................................................................................. 44 9 Next Steps ...................................................................................................................... 47 10 Appendices ..................................................................................................................... 48 10.1 Structure of Tourism Delivery .............................................................................................. 48 10.2 Consultations ....................................................................................................................... 48 10.3 Sources ................................................................................................................................. 51 10.4 Consumer Market Segments and Motivators ...................................................................... 53 10.5 Tourism Operators’ Views .................................................................................................... 54 10.6 Visitor Attraction visitor numbers ........................................................................................ 55 10.7 Fermanagh and Omagh Tourism Partnership ...................................................................... 55 10.8 Events Framework................................................................................................................ 57 10.9 Electronic Survey Consultation Results ................................................................................ 60 10.10 Fermanagh and Omagh PEST and SWOT Analyses .............................................................. 64 Fermanagh & Omagh Tourism Development Strategy Final Report, May 2016 2 1 Introduction Fermanagh and Omagh District Council was established in April 2015 through the reorganisation of local government in Northern Ireland. It brings together the former legacy councils of Fermanagh and Omagh District Councils. The new Council area comprises nearly 3,000km2 and is home to 115,000 people. It is the largest geographically of the 11 new councils, but with the smallest population1. The Council has committed to economic development and tourism as policy priorities, acknowledging the importance of sustaining jobs and ensuring place competitiveness. The geography of the new Council and its organisational context are different from before and necessitate a new analysis of how the local authority and its stakeholders throughout the tourism sector should operate to stimulate and further grow the tourism economy. The context for tourism has also changed in other ways: • Fermanagh and Omagh District Council’s brief and remit have been broadened in the areas of community planning, economic and tourism development, giving it additional powers to intervene in these areas; • Tourism Northern Ireland’s (TNI) role and focus has changed to provide a stronger area focus, following a Northern Ireland Executive review of tourism structures2. Fermanagh and Omagh covers two of the nine designated Northern Ireland tourism destinations – Fermanagh Lakelands being wholly within the new Council area and the Tyrone and Sperrins destination being shared with a number of other local authorities. In terms of ranking and status, Fermanagh and Omagh achieved: • 388,000 trips and over 1.06m overnight stays in 2014 (5th local government district out of 11; 8% of the NI total) valued at £64m (3rd highest of 11; 8.5% of the NI total) • Just under 3,500 jobs in tourism and hospitality sectors (almost 6% of the NI total, and 9% of all jobs in Fermanagh and Omagh)3 • 4,295 beds (10% of the NI total; the 3rd highest in NI), with strong representation in the self-catering sector. This tourism development strategy identifies performance across the area, key issues, challenges and opportunities for the future. The tourism products are relatively well known, but we restate these to provide readers with a new baseline for assessing future performance. The establishment of the new Council provides exceptional prospects to redefine how tourism is managed and developed. Crucially, relationships between local government, the tourism trade and operators will impact on tourism’s success for many years in the future. That is why this strategy is so important in defining these parameters and giving the best chances for success in the future. The tourism development strategy addresses four complementary strands: • Market demand (where visitors are from, how many of